Exclusive Interview with Matthew Seagrim, Senior Vice President of Scene+: The Evolution of Loyalty Programs In a recent interview, we had the privilege of speaking with Matthew Seagrim, the esteemed Senior Vice President of Scene+. Our conversation delved into the dynamic landscape of loyalty programs, exploring the innovative concept of Loyalty 2.0. Seagrim shared valuable insights into the evolution of loyalty initiatives, emphasizing the importance of adapting to changing consumer behaviors and preferences. He highlighted the shift towards personalized experiences and seamless integration across digital platforms as key drivers of loyalty program success in the modern era. One of the key takeaways from our discussion was the pivotal role of data analytics in shaping customer engagement strategies within loyalty programs. Seagrim underscored the significance of leveraging data-driven insights to deliver targeted offers and personalized rewards that resonate with customers on a deeper level. Furthermore, Seagrim emphasized the need for ongoing innovation and agility in loyalty program design, citing the rapid pace of technological advancements and shifting market dynamics. By staying attuned to emerging trends and consumer demands, organizations can stay ahead of the curve and foster long-lasting customer loyalty. As the loyalty landscape continues to evolve, Seagrim’s vision for Loyalty 2.0 serves as a guiding light for businesses seeking to enhance customer relationships and drive sustainable growth in an increasingly competitive market. By embracing a customer-centric approach and harnessing the power of data-driven strategies, organizations can unlock new opportunities for engagement and loyalty in the digital age.

Title: Loyalty Programs in Canada: The Rise of Scene+ and the Vision of Matthew Seagrim

In the realm of loyalty programs in Canada, the landscape has been dominated by the iconic AIR MILES Reward Program for over three decades. However, recent years have seen a shift in the loyalty market dynamics, with the emergence of revamped programs like Scene+, formerly known as Scene. At the forefront of this transformation is Matthew Seagrim, the strategic mind behind the revitalization of the Scene loyalty program.

The Scene program, initially launched in 2007 as a collaboration between Cineplex and Scotiabank, primarily focused on rewarding customers for movie-related activities. However, a significant evolution took place a year ago when Scene merged with the Scotia Rewards program, broadening the scope of rewards and earning opportunities for its members. This strategic move enabled members not only to earn points through movie experiences and credit card transactions but also through partnerships with online cashback platforms like Rakuten and Scene Plus Travel powered by Expedia.

The loyalty market in Canada has thrived due to various factors such as urban density, strong national brands in key earning categories, and a widespread affinity for loyalty programs among Canadians. With an estimated worth of $4.4 billion and projected growth, the market presents ample opportunities for innovative loyalty programs like Scene+ to expand their member base and offerings.

The transition from a standalone program to a coalition loyalty model has its challenges, including maintaining the perceived value of rewards, managing category sponsors, and personalizing member offers. Matthew Seagrim, with his extensive experience in loyalty program development, has spearheaded the transformation of Scene into a leading coalition loyalty program in the country. Under his leadership, Scene has witnessed a remarkable 65% growth in membership and garnered recognition as one of the top-ranked loyalty programs in Canada.

In a recent interview, Matthew Seagrim reflected on his unexpected journey from studying mechanical engineering to leading one of the largest loyalty programs in the country. His transition from a consulting role to the loyalty industry was serendipitous, driven by an opportunity to pioneer innovative strategies in data-driven marketing and personalized offers. Over the years, Seagrim’s vision for Scene+ has transcended mere discounts, aiming to provide members with a truly rewarding and engaging experience.

As Scene+ continues to evolve and expand its partnerships, including the upcoming addition of Home Hardware stores to its program, Matthew Seagrim remains committed to shaping the next generation of loyalty programs in Canada. With a focus on enhancing member experiences and driving sustainable growth, Scene+ under Seagrim’s leadership is poised to redefine loyalty in the Canadian market.

In conclusion, the transformation of loyalty programs like Scene+ reflects the dynamic nature of the loyalty landscape in Canada, driven by innovation, strategic partnerships, and a relentless pursuit of member satisfaction. Matthew Seagrim’s journey exemplifies the transformative power of seizing opportunities and charting new paths in the ever-evolving world of loyalty marketing.